Black Friday isn’t like the good ol days when we queued to score deals on electronics—it’s now an opportunity for hospitality businesses to attract more guests and boost occupancy. With Black November and the festive season on the horison, hotels, lodges, and guesthouses can create strategic marketing campaigns to capitalize on increased consumer spending. Here’s how your hospitality business can get in on the action.
The Salene Boutique Hotel in Stellenbosch saw a 30% increase in bookings during Black November by offering special packages tied to local wine festivals and holiday events. They promoted their deals through email marketing, social media ads, and a dedicated Black November landing page on their website, resulting in a significant boost in revenue.
So, how can you do the same for your business?
Start by creating special deals that coincide with Black Friday and extend throughout “Black November.” Here’s how to make your offers stand out:
Exclusive Packages and Discounts: Offer deeply discounted rates for bookings made during Black November. For example, “Book 3 nights and get the 4th night free” or “Enjoy 50% off luxury rooms booked over the Black Friday weekend.” These limited-time deals can create urgency and encourage immediate bookings.
Gift Voucher Sales: Promote discounted gift vouchers for future stays. This works well as people shop for holiday gifts, allowing you to generate revenue upfront while securing future bookings.
Bundled Experiences: Add value by bundling room stays with popular local experiences or amenities, such as complimentary spa treatments, wine tastings, or dinner vouchers. This makes your offer more enticing than a simple discount.
Social media and paid advertising can help build awareness and reach potential guests who are ready to make purchases during the Black Friday season:
Create Buzz on Social Media: Start promoting your Black Friday deals weeks in advance. Use countdowns, sneak peeks, and engaging content to build anticipation. Platforms like Instagram and Facebook are great for showcasing special packages or gift voucher offers. Be bold and audacious, and be creative with your brand voice. Originality and authenticity are important to creating lasting engagement.
Targeted Paid Ads: Use Facebook and Google Ads to target travellers interested in Black Friday deals. Incorporate event-specific keywords like “Black Friday hotel deals in Cape Town” or “Black November holiday specials” to capture those searching for seasonal bargains.
Ensure your website is prepared for the influx of visitors during Black November:
Create a Dedicated Landing Page: Build a Black Friday or Black November deals page that features all your offers. Make it easy for users to find relevant deals and book directly through your site.
SEO Optimization: Include keywords such as “Black Friday hotel specials” or “Festive season accommodation deals” in your landing pages and blog content to improve search engine visibility.
Pop-Up Promotions: Use pop-ups on your website to announce your Black Friday deals. Make sure they are well-timed and not intrusive, encouraging visitors to take advantage of special offers without disrupting the user experience.
Email marketing is crucial for building anticipation and converting interest into bookings.
Send out emails teasing your Black November specials a few weeks before Black Friday. This could include “early bird” access to deals for loyal customers or members of your loyalty program.
Use automated emails to send reminders about when your deals go live and when they’re about to end. Creating a sense of urgency encourages recipients to act quickly.
Segment your email list to send tailored offers. For instance, send discount codes to past guests who booked during previous festive seasons or share special packages with families looking for holiday getaways.
As December rolls around, shift your strategy to tap into the festive mood:
Holiday Packages and Events: Create festive packages that include Christmas dinners, New Year’s Eve celebrations, or themed activities. To attract families, highlight family-friendly options, like kids’ entertainment or Christmas markets.
Decorate for the Season: Update your website and social media with festive visuals. Add a holiday-themed touch to your emails and digital marketing materials to create a festive atmosphere that appeals to holiday travellers.
Offer Last-Minute Deals: Promote last-minute offers closer to the holiday dates to cater to spontaneous travellers and help fill any remaining rooms during the busy season.
Feature Positive Reviews: Display recent positive reviews from guests who visited during previous Black November or festive seasons on your website and social media. This builds credibility and encourages potential guests to book.
Black Friday, Black November, and the festive season present fantastic opportunities for hospitality businesses to maximise bookings. Your hotel can capture the festive spirit and fill those rooms by creating compelling offers, leveraging digital marketing across multiple channels, and aligning with local events.
Guest Experience is a specialist brand of Cannect Digital, which is a results-oriented digital marketing agency. We provide creative & authentic value to our clients by offering innovative digital marketing solutions, delivered by a committed and trustworthy team.
